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Marketing Strategy & Marketing Research for Managers
B 453 and B445 Almost Daily at either 11:00 - 12:15

Course Description--Marketing Strategy and Marketing Research for Managers

Focuses on marketing's role in gaining a sustainable competitive advantage.  Covers some of the steps in developing a strategic marketing plan, including situation analysis, objectives, and strategies.  Includes use of  current case studies.

Objectives

Students should accomplish the following:

1. Obtain the necessary tools and frameworks to enable them to be an effective contributor (one who ads value) to marketing decision making whether as an entrepreneur or in an established firm.

2. Learn to distinguish between corporate, strategic business unit, and marketing strategy and a marketers influence on each.

3. Learn to how to do opportunity analysis in order to identify attractive markets, identify sustainable competitive advantages, target attractive market segments, and differentiate through positioning

Course Description--Marketing Research for Managers

Research options and designs to generate information needed to solve problems faced by the marketing manager. Practical experience in developing a Research Proposal and conducting exploratory research.

Learning Objectives

To enhance your skills in problem-solving, project management, teamwork and communication.

To present the broad concepts and techniques appropriate for conducting high-quality marketing research, and help you become more informed users of research data

• Be able to pin down appropriate research objectives to help solve a marketing problem
• Be familiar with the appropriate research tools needed to accomplish different research objectives
• Be familiar with key sources of secondary and syndicated data
• Conduct an analysis of actual secondary data, drawing appropriate conclusions
• Gather and interpret qualitative and exploratory data.

The course employs a combination of reading, Q and A and discussion based on readings, cases, and in-class exercises. It includes three minor projects associated with the featured business or brand for the semester, in preparation for the major quantitative project executed by the Marketing Research Skills team in the second block of the Integrated Marketing Emphasis.  The readings, Q & A and discussions are designed to build conceptual understanding.  The cases, assignments and in-class exercises allow you to apply concepts to practical marketing situations.  The mini-projects provide an opportunity for you to develop skills in management issues dealing with secondary and primary marketing research.

Evaluation  

Grades

Class Policies

Late assignments will be marked down by 20%   No work accepted more than one week late. 

If an assignment is late due to a medical emergency or family tragedy, leave a message on my answering machine and I will work with you.  Trips home, etc are not excuses for late work unless emergencies exist, so plan accordingly.  You may turn work in early if you are planning to miss a class.                          

The Code of Honor and Dress & Grooming standards apply and will be enforced.    Academic honesty is required and any violation with be dealt with according to the University Academic Honesty Policy

Policy on Sexual Discrimination/Harassment

Title IX of the Education Amendments of 1972 prohibits sex discrimination against any participant in an education program or activity that receives federal funds, including Federal loans and grants. Title IX also covers student-to-student sexual harassment. If you encounter unlawful sexual harassment or gender based discrimination, please contact the Personnel Office at 496-1130.

Brigham Young University-Idaho is committed to providing a working and learning atmosphere which reasonably accommodates qualified persons with disabilities. If you have any disability which may impair your ability to complete this course successfully, please contact the Services for Students with Disabilities Office, 496-1158. Reasonable academic accommodations are reviewed for all students who have qualified documented disabilities. Services are coordinated with the student and instructor by this office. If you need assistance or if you feel you have been unlawfully discriminated against on the basis of disability, you may seek resolution through established grievance policy and procedures. You should contact the Personnel Office at 496-1130.

 B453 Tentative Class Schedule

IME Master Calendar
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Last updated: 09/29/2008